本文是为 LC 食品饮料饮料有限公司“A 品牌桶装水直营店渠道食品配送项目”董事 会决议与融资而准备的商业计划书，从公司基本情况、项目市场分析、产品与服务描述、 营销计划、财务预算、回报与风险等几个方面，对项目进行了详细分析和计划。 目前，在中国城市里有不同规模、成千上万家的生活超市、粮油店、桶装水店等等 满足他们的日常饮食需求，为他们提供水、粮油、调味品订购以及配送服务，大大的方 便了人们的生活需求。与此同时，对于大型连锁超市而言，由于其配送服务不到位，使 得顾客订购的货物很难快速送到家。对于那些规模小的个体专营店，产品品质和配送的 及时性均得不到保障。加上目前食品安全问题屡现危机，广大民众很难放心享受到高品 质的快速便捷生活饮食产品服务。 LC 食品饮料饮料作为一家成立 10 年的以桶装水、瓶装水生产为主，同时专业从事 桶装水专业配送企业，旗下拥有“A 品牌”品牌桶装水与瓶装水，在全国 10 多个省份 80 多个城市拥有近 2000 家直营店，服务近 100 万户中国中高端家庭。 本项目的推出也正是基于目前市场刚性需求，充分利用公司现有直营渠道、客户资 源、配送能力、品牌力等优势，在此基础上进行渠道整合优化、集中采购、统一管理， 为顾客提供高品质的绿色安全的饮食产品，内容涵盖饮用水、粮、油及主要调味品。并 快速送货上门。面对如此好的累积资源和优势，以及如此大的刚性需求，本项目具有巨 大的潜力和投资空间。 项目计划融资 1800 万元，LC 食品饮料饮料自筹资金 1000 万，集团公司投资 800 万元。通过对项目的财务分析表明，本项目动态回收期为 1.08 年，少于公司要求的底线 3 年，本项目的净现值为 10869.46 万元，远大于零；本项目的内部收益率为 125%，远 大于投资者要求的收益率 20%。项目效益显著，且风险可以控制在较低水平。研究结果 表明本将会为投资者带来高额回报。 本计划书将为公司提供决策参考，希望公司考虑对项目投资，尽快启动项目，迅速 抢占市场先机，实现企业、投资商、供应商和顾客的共赢。 关键词，桶装水渠道整合优化；跨界经营；供应链；水粮油副食配送；高品质绿色有机 食品；商业计划II ABSTRACT This business plan, which introduces the project “for food distribution by A brand bottled water's monopoly channel” of LC Food & Beverage Beverage Co., Ltd. Board Resolution and the financing and business plan preparation, basic information from the company, the project market analysis, product and service descriptions, marketing plans , budgeting, return and risk, and several other aspects of the project carried out a detailed analysis and planning. Currently, there are different cities in China, the scale of the lives of thousands of supermarkets, grain stores, bottled water stores, etc. to meet their daily dietary needs, providing them with water, oil, spices ordering and delivery services, greatly the convenience of the people's living needs. At the same time, the large supermarket chains, since their delivery service is not in place, making the customer ordering the goods is difficult to quickly send home. For those individuals with small specialty stores, product quality and timeliness of delivery are not guaranteed. Repeated food safety problems with the current crisis is now, is difficult to assure the general public to enjoy high quality food products and services fast and easy living. LC was established as a food and beverage drinks to bottled water for 10 years, bottled water production as the mainstay, while specializing in professional delivery of bottled water companies, owns A brand brand bottled water and bottled water, more than 10 in the country provinces, 80 cities have nearly 2,000 outlets, for nearly one million Chinese high-end home. The introduction of this project is based on current market demand for rigid and fully use the existing Direct channels, customer resources, distribution capabilities and other advantages, in this based on channel integration and optimization, centralized purchasing, unified management, to provide customers with high quality green safe diet products, covering drinking water, food, oil and the main seasoning. And fast delivery. Faced with such a good accumulation of resources and advantages, as well as the rigidity of such a large demand, the project has great potential and investment. Project financing of 18 million yuan, LC self-financing 10 million food and beverage drinks, the company invested 800 million yuan. Through the project financial analysis shows that the dynamic of the project payback period of 1.08 years, less than 3 years the company bottom line request, the project's net present value of 108,694,600 yuan, much higher than zero; the project's internal rate of return of 125% much higher than the rate of return investors require 20%. Significant project benefit, and risk can be controlled at a lower level. TheIII results show that this will bring high returns for investors. This plan will provide decision making, I hope companies to consider investment in the project, start projects as soon as possible, quickly to seize market opportunities and achieve business, investors, suppliers and customers win. Key words ，Bottled water channel integration and optimization; cross-border operation; supply chain; non-staple food grain distribution of water; high-quality organic food; business planIV 目 录 摘要.........................................................................................................................................I ABSTRACT ...............................................................................................................................II 表清单.....................................................................................................................................VII 图清单................................................................................................................................... VIII 第一章 绪 论..........................................................................................................................1 1.1 研究的背景及意义 ................................................................................................. 1 1.1.1 选题的背景...................................................................................................... 1 1.1.2 选题的意义....................................................................................................... 1 1.2 研究内容和方法 ..................................................................................................... 1 1.2.1 研究内容........................................................................................................... 1 1.2.2 研究方法.......................................................................................................... 2 第二章 企业及项目简介..........................................................................................................4 2.1 LC 食品饮料公司概况 ............................................................................................ 4 2.1.1 LC 食品饮料饮料公司目标............................................................................. 4 2.1.2 LC 食品饮料饮料公司组织架构..................................................................... 5 2.2 A 品牌桶装水渠道食品配送项目介绍 .................................................................. 6 2.3 本章小结 ................................................................................................................. 7 第三章 行业环境及目标市场定位..........................................................................................8 3.1 行业环境分析 ......................................................................................................... 8 3.1.1 潜在进入者的威胁.......................................................................................... 9 3.1.2 替代品或服务的威胁.................................................................................... 12 3.1.3 现有竞争者分析............................................................................................ 12 3.1.4 供应商讨价还价的能力................................................................................ 17 3.1.5 顾客讨价还价的能力.................................................................................... 17 3.2 市场定位 .........................................................